Singapore-based footwear brand Charles & Keith is making significant strides in Asia, opening new stores and integrating technology while focusing on eco-friendly practices.
Singapore-based footwear and accessories brand Charles & Keith has experienced significant growth since its establishment in 1996. With nearly 700 retail locations across more than 30 countries, the brand is particularly prominent in the Asia-Pacific and Middle East regions. The brand is recognized for its stylish offerings, which include a wide range of shoes, bags, and accessories available both in physical stores and online, shipping to approximately 60 markets globally, including Australia, Europe, and the United States.
Recently, Charles & Keith has prioritized expanding its footprint in the Asian market. A notable highlight from last year was the opening of the brand’s largest store, spanning 564 square meters, in Chengdu, China. Earlier in 2024, the brand made its debut in Japan by launching its first store in the fashionable Shibuya district of Tokyo. Additionally, in 2023, a major store was opened in New Delhi, India, reflecting the brand’s commitment to catering to a diverse clientele in Asia.
In a bid to blend fashion with technology, Charles & Keith has partnered with DRESSX, the leading platform for virtual clothing try-ons using augmented reality (AR) and artificial intelligence (AI). This collaboration led to the launch of the “Summer’s Calling” digital fashion collection on Roblox, allowing users to accessorize their avatars with five digital pairs of shoes and five bags from the stylish summer collection.
Targeting customers who desire contemporary designs at accessible price points, Charles & Keith has also focused on enhancing its online presence to provide personalized shopping experiences. While the brand maintains confidentiality regarding its sourcing details, it is known to collaborate with various manufacturers across Asia, which contributes to a more flexible supply chain.
The potential for growth in Bangladesh is noteworthy, particularly in the sourcing and retail sectors for Charles & Keith. While the brand’s products are already offered online in Bangladesh, it has yet to open any physical stores there. Urban centers such as Dhaka and Chittagong, which feature increasingly popular shopping centers, are seen as prime locations for future outlets.
Bangladesh boasts a well-established garment industry that affords competitive production costs and a skilled workforce. The country also benefits from multiple trade agreements, aiding in the export process to various nations. In alignment with Charles & Keith’s focus on sustainability and ethical manufacturing practices, Bangladesh’s ongoing initiatives in these areas further strengthen the case for potential collaboration. The brand partners with organizations like The Forest Stewardship Council (FSC), The Leather Working Group, and The Textile Exchange to ensure sustainability in its operations.
Furthermore, Charles & Keith is adopting eco-friendly practices in its packaging. The brand utilizes sustainable materials not only for its shoe boxes but also for shopping bags. An innovative approach includes the use of recycled sugarcane pulp derived from sugarcane stalks as a substitute for conventional paper and packaging. The products are manufactured using water-based faux leather, with the fabrics sourced from recycled cotton and canvas as well as recycled polyester and nylon. By reinforcing its sourcing partnerships in Bangladesh, Charles & Keith aims to enhance its supply chain diversity, ensuring a consistent flow of high-quality products.
Source: Noah Wire Services
